A Lifetime in Wine. A Legacy of Building Partnerships.
From the vineyards of Sonoma to the boardrooms of national retailers, Phil Hurst has spent four decades shaping how America discovers great wine.
Founder & CEO, PLH Wine and Spirits
Education
University of California, Davis
Bachelor of Science in Winemaking
The Journey
The Early Years — Crafting a Foundation
Phil began his career at Fetzer Vineyards in 1985, fresh from earning his winemaking degree at UC Davis. Over 13 years, he learned every facet of the business — from vineyard management to winemaking, sales, and operations. Those formative years taught him the value of quality, sustainability, and storytelling in every bottle.
1985-1998 • Fetzer Vineyards
Building a Global Footprint
As co-founder of Winery Exchange in 1999, Phil helped pioneer private label wine at retail scale — growing it to $100M+ in sales and establishing partnerships with leading chains nationwide. This experience gave him unparalleled insight into what retailers need and how to deliver it consistently.
1999-2007 • Winery Exchange, Inc.
Visionary Leadership
After selling his stake in Winery Exchange, Phil followed his dream of owning his own winery. He founded Truett Hurst in 2008 and VML Winery in 2010, establishing both as premier California wine brands. Both brands are nationally sold and their tasting rooms in Healdsburg, CA are family owned and operated to this day. In 2018 he joined Precept. As Chief Innovation Officer at Precept, he helped shape large-chain private label programs across North America.
2007-2024 • Truett Hurst, VML Winery & Precept Wine
Returning to the Roots — Founding PLH Wine & Spirits
In 2024, Phil founded PLH Wine & Spirits to bring decades of expertise directly to retailers and producers — connecting both sides of the industry through trusted partnerships and exceptional products. PLH Wine and Spirts is committed to utilizing our deep relationships to create lasting legacy brands.
2024-Present • PLH Wine and Spirits
Expertise & Impact
Company Building
Phil has built and led companies that changed how retailers think about wine. His track record includes co-founding a $100M+ business, founding two successful wineries, and leading innovation at one of North America's largest wine companies.
Private Label Mastery
Recognized nationally for developing high-performing private label programs that balance quality, price, and story. Phil's expertise has helped shape wine programs for major retailers across North America.
Global Sourcing Network
Relationships across 15+ countries — from the vineyards of California to the terroirs of Chile, South Africa, and New Zealand. Phil's network ensures access to exceptional wines at every price point.
Retail Partnerships
Advisor to more than 500 retailers, from boutique shops to household names like Target and Trader Joe's. Phil understands what it takes to build programs that drive sales and customer loyalty.
Phil's Approach
Phil's approach is grounded in collaboration and craftsmanship. He believes every great partnership starts with listening — understanding a retailer's goals, a producer's strengths, and a customer's tastes. His hands-on style and decades of experience mean clients work directly with a founder who's been on every side of the table — winemaking, operations, sales, and growth.
"Wine isn't just about what's in the bottle — it's about the trust and passion that bring it to the shelf."
— Phil Hurst